Miele – Sucking good
Making a strong brand even stronger
Miele is a very strong consumer brand with brand in several areas.
One of them is their vacuum cleaner.
Promoting a new vacuum cleaner with an international developed campaign adaptable for national use was the assignment. – and the campaign should be multi channel.
The tagline ”Immer besser” was what also needed to be proven with the new vacuum cleaner in a market where the cleaning power ”absorbency” always it the focus for all brands and consumers.
Strong commercials adaptable for both analog media and online and SoMe was a must, and the international campaign should be easily adaptable with some possibilities nationally to use and adapt the campaign parts that would be best media- and campaign-wise + the ability to fit each countries local budget.
Cross cultural humor was the main element in commercials that could be understood globally when crossing borders and languages. Using the family/couple stereotype as a platform and twisting it is the main idea – a stereotype where the man in the couple is the fool.
The campaign elements used were one strong commercial, out-of-home bill boards, print, banners and not least SoMe on Facebook.
The campaign was running on 5 continents in 25 countries and the results were an incerease in sales in the vacuum cleaner segment up to 96%. + an even stronger vacuum cleaner brand.
The campaign won advertising awards and was in Turkey winning ”as the best viral campaign of the year”.
Miele Kitchen products
Building a new brand for Miele
Miele needed to brand their kitchen products that were not known among consumers.
There are more than 60 kitchen brands + small local/national brands in the segment, and the awareness about Miele was down to only a few percent.
Promoting all the kitchen products (dishwasher, ovens, refrigerators etc.) and increasing the brand awareness dramatically with an international developed campaign adaptable for national use was the assignment. – and the campaign should be multi channel.
The concept followed the international developed Miele campaign, and using mainly the dishwasher as lead and awareness builder for the kitchen products was the strategy.
Strong commercials adaptable for both analog media and online and SoMe was a must, and the international campaign should be easily adaptable with some possibilities nationally to use and adapt the campaign parts that would be best media- and campaign-wise + the ability to fit each countries local budget.
Cross cultural humor was the main element in commercials that could be understood globally when crossing borders and languages.
Using a boy portrayed as a young entrepreneur is the center of the storyline.
The campaign elements used were one strong commercial, out-of-home bill boards, print, banners and not least SoMe on Facebook.
The campaign was running on 5 continents in 29 countries and the results were an rapid increase in brand awareness in the kitchen segment.
In Denmark and several other countries Miele kitchen products became number 1 in the segment with the highest brand awareness in front of Bosch/Siemens.
The campaign won advertising awards globally and was and still is in the Denmark the most successful international campaign ever.
The JENSEN-GROUP
Discovering the secrets of The JENSEN-GROUP by Just Branding iNT.
The JENSEN-GROUP is the dominant player worldwide in the laundry industry. They are transforming many of their services and competencies from analogue to digital and have in that process even created digital products. Therefore, they also wanted to transform their marketing and communication activities to digital and SoMe platforms. – From offline to online.
The digital campaigns really took off in spring 2018.
Development of a social media communication strategy, positioning the JENSEN GROUP with a new tagline “Creating the future in laundry automation”. That tagline is the essence of The JENSEN-GROUP not only in the external communication but also works as an intern “WHY” and strategic direction.
A reinforced and stronger SoMe presence with LinkedIn as the center of SoMe platforms with worldwide targeted reach was key when connecting all the online and digital platforms and activities.
Development of multiple video campaigns and creative content has been and still is the main component in the campaigns like e.g. this campaign: “Discovering the secrets of The JENSEN-GROUP”.
350% growth in followers on SoMe and thousands of hours of video exposure for the main target groups.
The JENSEN-GROUP is now also the dominant player online in the industry.
Saharas
Rebranding and revitalization of a great but forgotten brand. Everybody loved the coated chilli peanuts when they tasted them, but nobody knew about them in the overcrowded snack market. Also, the distribution in Europe was suffering.
Creating a new and updated design was an important part of the rebranding strategy because the look of the brand was outdated. – It looks as if we were still in the 90’ties.The way of communication with both consumers and distributors internationally would need a dramatic change which was the key element in the brand strategy. A European focus group survey was conducted in order to create a strong strategy.
A new, fresh designline was implemented everywhere – Even in campaign elements – A whole new logo and packaging program was the main design driver. A new website, Films, a SoMeprogram and campaign + a new distribution strategy were rolled out.
The new design and strategy were appreciated by both existing and new clients, and it opened the door to a whole new world among distributors and retail chains internationally.
42 Degrees
Creation of a new brand by Just Branding iNT.
A plant located in the former capital of Spain, Valladolid that produces self-heating cans with coffee, tea and latte….and an idea of making the production commercial.
That was the basic that was there before everything started when creating the brand from scratch. No name, no look and feel, no nothing! Create an international brand.
That was the exciting task we were given before creating name, logo, packaging, design, identifying values and the core of the brand.
Development of a new social brand with an international brand identity but still authentic rooted in it’s local origin 2 hours north of Madrid on latitude 42. The self-heating technology heats up to 42 degrees + the room temperature, so therefore we created the name 42 degrees. Obvious you might say.
A clean concept shown in a clean and fresh modern look in design packaging and logo.
A brand extremely well received worldwide on fairs with a high level of interest from agents and distributors. The brand is now being sold in retail and “ready to go” chains and shops in multiple countries.
Atkins
Atkins – Creating the carb discussion by Just Branding iNT.
Atkins wanted to enter the European market after huge success in North America. The awareness about carbs and their impact on weight and well-being was extremely low, as was the awareness about Atkins and the products.
The brand strategy was 2-sided. On one side, it was needed to build the Atkins distribution and brand and on the other side, informing both the public and health authorities about carbs. At the time, the awareness about both Atkins and carbs was basically zero. The brand strategy was built on heavy information about Atkins products (without carbs) and carbs on all levels in the Nordic region
A 2-year PR campaign based on evidence and research studies was rolled out, starting with key influencers in the Nordic health system in a top-down strategy before informing the public – At the same time, both retail chains and distribution companies were reached in a database-driven marketing campaign with the purpose of creating meetings and sales.
The PR campaign gained an extremely high level of exposure, from knowing basically nothing about carbs in the Nordic health system to getting a very high awareness. Products got the needed retail distribution to make the goals in sales.
Women Investment Network (WIN) Norway
Norway Reports participated in the structuring and launch phase of Women Investment Network Norway. The founders of the company are women who have consistently worked in business environments, each with different backgrounds and job experience. In particular, the CEO had experience working as in a venture capital firm, seeking new attractive opportunities for investments in SMEs. All the founding members agreed in a specific matter: women should invest more. However, why were women so reluctant to invest? What is missing?
These were questions that motivated the creation of WIN Norway, a company with the objective of creating a network of professional women who could provide knowledge to other women and who could invest in their projects, complemented by training sessions led by women who have stood out in diverse business areas.
Norway Reports had good leads on how to approach WIN Norway’s communication strategy, but we aimed to dig deeper into the subject. We had established that women participate significantly less as capital holders, which would imply a significant difference in capital holdings. Therefore, we researched the accumulation of wealth depending on genders and found out that 76% of the total wealth in Norway is in hands of men.
The initial objective of WIN Norway was to have 20 women to participate in its first edition of training sessions. Although different marketing and PR efforts were carried out, WIN Norway successfully filled out the spots available, with a few to spare, despite being a totally unknown brand just one month and a half before. Norway Reports used both economics and marketing expertise to develop and produce two types of communication materials: knowledge-loaded content and sales-loaded content. The strategy began by raising a discussion over the true gender equality issues in Norway, which worked very well to attract attention and gradually evolved to a sales tone, motivating women to either become part of the community or even join the training program. All the materials were planned, calendarized, and produced by Norway Reports. WIN Norway published the materials and Norway Reports followed up with a two-week lagged campaign featuring knowledge-based materials. In overall, Norway Reports considers this project to have concluded with favorable results.
Kigılı - “My Name is Mont!”
Kiğılı’s collection has been a good reflection of an urban and both functional and versatile design, of which we had to remind to its consumers. The main idea behind the campaign was to talk about these features in a creative way. James Bond has been a highly notable character/image, the consumers very much appreciated, so we decided to use his very well-known line of introduction and turned “My name is Bond, James Bond” into “My name is Mont*, Kiğılı Mont”
*Mont means coat in Turkish.
By this way, we aimed to bring an inspirational touch to our collection.
Kiğılı’s collection has been a good reflection of an urban and both functional and versatile design, of which we had to remind to its consumers. The main idea behind the campaign was to talk about these features in a creative way. James Bond has been a highly notable character/image, the consumers very much appreciated, so we decided to use his very well-known line of introduction and turned “My name is Bond, James Bond” into “My name is Mont*, Kiğılı Mont”
*Mont means coat in Turkish.
By this way, we aimed to bring an inspirational touch to our collection.
Our campaign face was Steve Wright, who has been a 007 doppelganger for almost a decade for Daniel Craig, including the unforgettable James Bond film; “Quantum of Solace” and he introduced more than 30 of our products.
We used TV as the main channel, along with radio and outdoor.
The films were on air in October through November 2017, and by the end of this period, the sales grew up to 359%, a record in Kiğılı’s history.
bangs
Superfoods and drinks are a market in growth, but in addition to that, it’s a tough and highly competitive market. The Bangs brand was under pressure and needed a new direction.
Developing a new website and design was the core of creating a fresh and new perception of an old brand. This new perception should also be implemented in both national and international distribution.
The new design and website made it easier for retailers and distributors to order the products, creating the desired new world of opportunities for Bangs. New functionalities and features on the website got to a large extent the job done.
The changed strategy created new distribution opportunities for Bangs and considerable growth in sales in the tough market.
